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Letter of Transmittal
Showtime: Next Gens Deodorant
August 04, 2015
Based On
Muhammad Saimum Hossain
Lecturer
Department of Finance
Prepared for:
University of Dhaka
Muhammad Saimum Hossain
Subject: Submission of report on Showtime: Next Gens Deodorant
Lecturer
DearDepartment
Sir: of Finance
University of Dhaka
Here is the report on the study of Showtime: Next Gens Deodorant as per our
requirement for course F-101; Business English & Communication.

Writing this report has been a challenging yet interesting experience for us. It enabled
us to grasp a thorough knowledge on the subject matter and we are confident that this
knowledge will prove to be of utmost value and importance to us in future.

We have undertaken our sincerest effort for successful completion of this report and we
hope that any unintentional error, omission or mistake committed by us while preparing
this report would be considered with sympathy.
We therefore hope that you would be happy to know that we have tried our best to make
this report more & more informative and factual.
Prepared by:

Sincerely yours Group no--01

1st Year 1st 0Semester (21st Batch)
Batch) 0
ID NAME
Section B
21-032 Abrar Faisal Haque 1
21-068 Department
Muhammad Adnan Hossainof Finance
21-095 Mazbaul Hossain
University of Dhaka
21-137 Nurul Amin
21-161 Md. Azaharul Islam
21-276 Muntasir Mahmood
21- Nafiz Niaz Khan
Date of Submission: August 04, 2015
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Introduction:

Old Spice is an American brand of male grooming products. It is a business member of Procter
& Gamble group, which acquired the brand in 1990 from Shulton, Inc. Shulton, Inc., the original
producer of Old Spice, was founded in 1934 by William Lightfoot Schultz.Old Spice produces
antiperspirant,bar soap, body spray, deodorant, fragrance, hair care and styling, shave gel and
other male grooming products. Swagger 2 Pack, Pure sport-2 Pack, Bearglove bar soap,
wolfthorn Refresh body spray, swagger refresh body spray, danger zone body spray, foxcrest
refresh body spray, komodo body spray, swagger body wash, classic body wash, wolfthorn
deodorant, Hawkridge deodorant, lionpride deodorant, After hours deodorant are some of its
brands.
Our Task:
In 20092010 Procter & Gambles Old Spice brand had to respond to two important challenges.
First, after a successful rebranding of the Glacial Falls scent into Swagger, Old Spices core
brand team had to determine its next step in advertising. The options being considered included
continuing to advertise Swagger, switching to advertising a different scent, advertising the
umbrella brand, or placing an emphasis on body wash instead of on deodorant. This decision
also involved proposing both the messaging and the media buy for the option selected. Second,
in conjunction with this issue, the brand team had to decide whether the messaging of its
advertising should respond to competitor Unilevers new advertising for Dove for Men, which
would be kicked off in an upcoming Super Bowl spot.
Now our job is to select the best strategy to promote sale and find the media choice as brand
managers.
Advertising Strategy: Choice of Product:
We had five strategies. They were continued to advertise its line of swagger products, true
advertising toward another scent, advertise the old spice umbrella brand, focus advertising on
body wash, specifically on swagger, on another scent, or on the umbrella brand, develop
another option. Among those strategies we selected the second one which was true advertising
toward another scent. And we selected showtime as another scent.

Reason for selecting the second strategy:

There were several reasons for selecting this strategy. During the last fiscal year sales growth of
Showtime increased only 8% comparing to 26% of After Hours, 27% of Aqua Reef and 39% of
Swagger. So, Showtime had a good market then. At the same time if we promoted Showtime it

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would also increase the sales of other adjacent brands which was happened last year during the
promotion of swagger.

Reason for not selecting the first strategy:

The first strategy was to continue to promote Swagger. It is thought that Swaggers sales growth
had reached its optimum level. So if we continued to promote Swagger again it might not
increase sales growth of swagger as of last year. As a result, this strategy would not be fruitful.
Reason for not selecting the third strategy:
The third strategy was to promote the umbrella brand which means advertising would highlight
the old spice name and the associate with that name. It was thought that if Old Spice name was
promoted it would also promote Swagger, Showtime, After Hours and Aqua Reef but this
strategy had not proved anywhere near as successful as Swagger campaign. So this strategy
was rejected.
Reason for not selecting the fourth strategy:
The fourth strategy was to emphasize on body wash. From 2003-2009 the market of body wash
had grown from $480 million to $756 million. So the demand of man body wash increased
significantly. But a concern with this advertising shift was that body wash represented only about
20% Old Spice sales.

Advertising Strategy:
Positioning: "Product positioning" is a marketing technique intended to present products in the
best possible light to different target audiences. In making a positioning choice the brand team
had to consider whether to address DFMs entry.one thing the old spice team did not want to do
was position itself for direct product comparisons with DFM. However, P&G did not like the
philosophy of singling out a particular brand. The brand team also had to consider the degree of
expertise Wieden+Kennedy had with respect to broadening beyond the male target.
Old Spice's targeted consumers: keeping in mind the aforementioned considerations old spice
decided to promote its product Showtime among people aged from 20-60.old spice chose sex
appeal as their positioning strategy among targeted consumers.

Media Choice:
Our team has targeted the social media, and the NASCAR event advertising for promoting the
brand. Though the risk in this case will be high, Oldspice team along with Wieden+kennedy is
confident that their effort will be highly effective.

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Social media allow people to create and share information and ideas. Advertisement in social
media requires very low cost. Our team has selected these social media- Facebook, Twitter &
Youtube. Almost 35.34 million people use facebook, 20.54 million people use Twitter and around
32.65 million people use Youtube just in USA. So this effort of advertising in social media will
create awareness about the product among customers.
NASCAR is one of the USAs largest motorsports preeminent stock car racing organization. The
three largest racing series sanctioned by this company are the SPRINT Cup Series, the
XFINITY Series, and the Camping Cup World Truck Series. The races are broadcasted
worldwide. Designing the logo over Impala Hot Rod 460 car will create attraction among racing
event viewer worldwide.

Conclusion:
While promoting showtime old spice faced challenges in determining its advertising strategy,
choosing media to create positioning in the market. Distinguished feature of this product is sex
appeal which is newly introduced in the market. Old spice is confident with its new venture will
have a satisfactory growth this year.

$KoL!53@<sHs>27

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